Genre Conventions in Music Video

Genre Conventions in Music Video

• 2.
  Pop videos usuallyfeature a choreographed performance/dance or a narrative story line that complements the lyrics. In these cases there is normally a direct link between the lyrics and visuals which not only hold relevance, but also allow the audience to remember the lyrics as they hear them. ‘Moves Like Jagger’ – Maroon 5 ‘the way that you flip your hair’ – One Direction Another key feature of Pop music videos is the lip-syncing that the bands/musicians will do in time with the song, allowing the audience to identify the artist. The lip-syncing also adds to the performance value of the video, making it fun and allowing the singers to be taken seriously as artists. Carly Rae Jepson performing in her garage in ‘Call Me Maybe’
• 3.
  In regards tomise en scene, Pop music videos generally feature bright objects/costume/lighting to make the video stand out and appeal to the youth (target audience) , as it appears fun, bright and lively – something that young people will be attracted to. The use of colourful props usually suits the upbeat tone of the music too, which fits with the general message of the song and remains light-hearted which won’t intimidate or overwhelm the younger audience members. Additionally, the costumes used are normally fashionable at the time because it will allow them to relate to their audience and increase their likability since fashion is very important to the youth.
• 4.
  There is astrong theme of love in pop songs and this is reflected in the music videos, where the artist usually peruses a love interest. This will appeal to the younger target audience who will enjoy the romantic aspects. Due to the audience being predominately female, voyeurism of the male form also takes place in pop music videos. Motifs are used across the genres to make artists recognisable and more popular. Olly Murs is often seen wearing a quirky hat which adds to his up-beat sound and youthful appeal. A similar motif which is used in Pop videos is the use of an artists name appearing in the music video, whether that be on a piece of clothing, in the background or as a title scene. This technique boosts memorability and recognition.
• 5.
  Hip-hop music videostend to be slightly similar to pop music videos in that they incorporate a similar bright tone. There are many low-angled close up shots which create the impression of power and status from the artist, with there face dominating the screen thus showing importance. Also, due to the predominate audience of hip-hop being male, voyeurism is used extensively - mainly to objectify the female form, reducing them to disposable objects of lust. Nicki Minaj uses ‘The Male Gaze’ to appeal to the male audience, since the song lyrics are aimed at females. By surrounding oneself with the opposite gender, the more appealing and desired the artist is, thus raising their reputation and appealing to the audience. Super bass – Nicki Minaj
• 6.
  In hip hopvideos there is usually a crowd dancing in beat with the song to make them look as though they like and approve of the song. This will give creditability to the song/artist and make the audience feel as though the song is already popular, and therefore encourage them to buy and listen to it. In Da Club – 50 Cent The clothing worn by the musicians is usually baggy basket ball shirts or other sporting attire which connotes strength and athletic prowess – something that will make the singer more desirable to the target audience. It also usually complements the show of physical strength the artist shows in the video. As well as the show of strength there is normally references to wealth through the use of mise-en-scene, increasing the artists status.
• 7.
  Hip-hop videos arenormally male dominated which gives power and importance to the male artists, showing them as part of a ‘posse’ and not a social outcast, therefore increasing their likability and popularity among the audience. Power and importance is also shown through close-up shots within the videos, where the musician's face takes up the majority of the frame. There is a theme of mockery in some hip-hop music videos, where society or certain members of society are subtly ridiculed, using binary opposites. In Eminem’s ‘Without Me’ he mocks the hypodermic needle theory by ‘Rap Man’ coming to the rescue of a boy who bought an CD without his parents consent. Eminem overdramatizes this rescue to show how ridiculous the ‘Parental Advisory’ is. Looking through a TV screen in these cases (below) give the artists ‘star’ quality making them appear as celebrities and idols.
• 8.
  The location formost Rock music videos is at a gig or stadium because as with TV in Hip-hop, a concert is a big thing n the ‘rock world’ thus an area will instantly give the singer a ‘star quality’. Additionally there are a lot of panning mid-shots which show the musicians playing instruments. This shows how skilled /talented the band/singer is which is important to the audience of Rock music. With the videos usually set in an arena, the lighting is often moving and strobe which matches the erratic, energetic tone of the music and shows the artist to be exciting and a good performer. As well as panning mid-shots, there is a number of close-up shots of the lead singer performing. This helps promote the band and make them memorable among the ever-changing music world.
• 9.
  Rock bands alsotend to feature merchandise in their music videos to give the impression they have a large and thriving fan base, whilst also allowing people to remember the band’s name if they liked the song. Guns and Roses followed a similar route when they made ‘Sweet Child O’Mine’, ‘November Rain’ and ‘Estranged’ by using the same font for their videos, thus creating a motif/brand. Males predominately dominate the Rock genre, with many artists being male and the target audience generally being men. Thus men featuring in the music video suits the target audience. Due to males being the target audience, women tend to feature in the videos as love interests, who will play on the ‘Male Gaze’, but are rarely objectified as in hip-hop.
• 10.
  Costumes in rockmusic videos generally consist of denim and leather – creating a grunge and distressed look, which compliments the ‘rough and rebellious’ image of rock stars. As with most genres, making an artist memorable is important due to the ever-changing music scene, therefore costume can be used to create motifs where artists become instantly identifiable. For example ‘Slash’ from Guns ‘n’ Roses is known for the top hat and messy hair. Also, the theme of rebellion and rock ’n’ roll is shown through Rock music videos often using back and white filters which makes their music seem more dramatic. Also there is often ‘candid’ shots which show the artist in a more human light – whether that be behind the scenes of on stage. This makes their music appear more personal and will appeal more to the audience.
• 11.
  Indie Music videostend to be very unconventional an d alternative in order to appear unique. It also makes the video more memorable from the crowd. A key focus in these music videos is a narrative/story line which adds meaning to their song and creates a short film feel to the video. Mise-en-scene is particularly important in creating the desired atmosphere, therefore indie music videos often look very authentic with attention to detail. Costume, props and make-up are often used to the extreme to add to the individuality of the video. Kodaline’s ‘All I Want’ uses prosthetics to disfigure a man’s face and make the audience feel sympathetic towards him and his treatment. It also creates a more powerful and feel-good feeling when the protagonist gets the girl. g MGMT’s ‘Kids’ music video follows that of a toddler traumatised by the monsters who surround him, whilst his mother ignores him. It’s a little distressing upon first viewing, but very memorable.
• 12.
  Some Indie musicvideos feature the musician(s) in a live performance – whether at a gig or in a basement. This allows a focus to be on the raw talent and passion of the artist, without any gimmicks. This will appeal to the audience who enjoy music that is unique and real. Additionally, the sound in indie music videos is usually authentic/live with instruments playing – normally the Kaiser Chief band playing the instruments themselves. playing in an underground gig There are sometimes cameos of the musicians in the music videos, although they don’t take a central part in the narrative. Also the name of the artist usually features at the start to remind the audience of who they are listening to.
• 13.
  The Camera shotstend to be varied in the music video depending on the song. Most videos feature a long cuts which suit the narrative and make the story more realistic and dramatic. There is also the use of long shots which allow any action taking place to be captured. A key feature is the pull focus, which zooms out on action to capture the unusual surroundings. Kaiser Chief’s ‘I Predict A Riot’ and MGMT’s ‘Time To Pretend’ use fast paced editing to make their videos quirky and create the illusion of disorientation and chaos. In both these videos there is also the use of close up shots of the lead singer who is looking off-screen. This allows us to identify the musician and also adds to the alternative and unusual theme to the music. Close ups can also be used in Indie videos to focus on the emotions of characters in the narrative, who don’t have a voice – except through the lyrics.
• 14.
  Pop – •One Direction – What Makes You Beautiful • Katy Perry – This Is How We Do • Lady Gaga – Telephone • Stooshie – Waterfalls • Olly Murs – Trouble Maker • Carly Rae Jepson – Call Me Maybe Hip Hop – • Niki Minaj – Super bass • Eminem – The Real Slim Shady, Without Me, Stan • Shaggy – Wasn’t Me • 50 Cent – In Da Club • R Kelly Rock – • Guns n Roses – Paradise City, November Rain, Sweet Child O’ Mine, Estranged • Bon Jovi – ‘Wanted Dead or Alive’, ‘You Give Love A Bad Name’ • Queen - Bohemian Rhapsody Indie – • Of Monsters and Men – Little Talks • Kodaline – All I want • Kaiser Chief – I Predict A Riot • MGMT –Kids • The Kooks – Naïve, She Moves in Her Own Way